Planned Giving Marketing Your Planned Giving Program What...

4/23/2015

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Getting Results for Planned Gifts

Planned Giving Marketing–

What really works?

Jacob Norlock

@CrescendoTweet

Facebook.com/CrescendoInteractive

[email protected]

Plannedgivingblog.com

Your Planned Giving Program

© 2014 Crescendo Interactive, Inc.

“If you had to describe your planned giving program

in one word, what would it be?”

STALE

NEGLECTED

NONEXISTENT

FICTIONAL

IGNORED

REACTIVE

2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.

• Most organizations are at 7%-8%

• You could be producing 25% from planned gifts!

• Are you missing out on 17%-18%?

Planned Giving

Annual Revenue Projection


Service Beyond Solicitation Why will donors return to your planned giving website?

• Give them meaningful information that impacts the

quality of their life.

• Lifestyle articles

• Financial updates

• Economy updates


Multichannel

Marketing

Web • Email • Print • Video • Social Media • Mobile


• Highlight Your Mission

• Common Story

• Consistent Branding

• Optimize Each Channel

• One Call to Action

• Inspirational Focus

• Connected Channels

Effective Multichannel Marketing

Farra Trompeter, Big Duck

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0

10

20

30

40

50

60

Web/eMail Special Events Direct Mail

How To Stay in Touch?

Boomers Preference

Blackbaud, The Next Generation of American Giving, August 2013 2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.

0

5

10

15

20

25

30

35

40

45

50

Web/eMail Special Events Direct Mail

How To Stay in Touch?

Seniors Preference

Blackbaud, The Next Generation of American Giving, August 2013

An analysis of email, web, mobile and social media analytics

for planned gifts

© 2014 Crescendo Interactive, Inc. 2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.

DATA OVERVIEW

Periods Studied. The study compared data from July 1, 2013 to

June 30, 2014.

Sample Set. Analytics from 1,165 charities’ websites and 39.4

million emails sent.

Data Helps Understand:

• Non-Profits’ Email Utilization to Reach Donors

• Donor Response

• Donor and Advisor Website Traffic, Interests and Utilization

• Emerging Trends in Website and Social Media Activity


OPEN AND SEND RATES


OVERALL E-MAILS SENT

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EMAIL


OPEN RATES

Special

18.8%

Advisor

19%

Donor

16%


EBLASTS



OPT-OUT RATES


• Service beyond solicitation

• Increase your reach

• Creates donor leads

• Expand your network

• Credibility

• Constant presence

• Keeps you competitive

• Fresh content

What is the purpose?

Engage

Educate

Empower

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Images

Timely

Information

Educational

Content

Donor

Stories

Call to

Action


WEBSITE ORIGINS


QUALITY VISITS


MOST POPULAR PLANNED GIVING WEB PAGES

PAGE TITLE

1. Planned Giving Home

2. Savvy Living

3. Personal Planner

4. Article of The Month

5. Donor Stories

Website


MOST POPULAR GIFTS BY PAGE VIEWS

PAGE TITLE GIFT MODEL

1. How to Give Gift Annuity

2. How to Give Wills and Bequests

3. How to Give Charitable Remainder Unitrust

4. How to Give IRA Rollover

5. What to Give Stocks and Bonds

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2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc. 2014 Planned Gifts Online Marketing Study © 2014 Crescendo Interactive, Inc.

MOST POPULAR GIFT ILLUSTRATIONS

GIFT ILLUSTRATION

1. Charitable Gift Annuity

2. Charitable Remainder Unitrust

3. Charitable Remainder Annuity Trust

4. Deferred Gift Annuity

5. Sale and Unitrust


MOST POPULAR DONOR STORIES

DONOR STORY

1. Deferred Gift Annuity

2. Tax-Free Sale

3. Fixed Income for Retirement

4. Bequests

5. Capital Gains Tax Bypassed


MOST POPULAR LITERATURE DOWNLOADS

GIFT MODEL BROCHURE TITLE

1. CGA Need Security?

2. CRT Tax-Free Sale

3. Wills and Bequests Large Wills Guide

4. Wills and Bequests Will Your Will Be Known

5. Wills and Bequests The Future is What You Make of It

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Wills Campaign

• Wills Kit Offer

• eBlast – 94,000

• Postcard • Millennials 25-45

• Boomers 45-65

• Seniors 65+

• Married – Children

• Married – No Children

• Single

Donor Leads

• Offer of Wills Kit

• Requests – 2,000+!

• Millions in bequest intentions discovered!


• Annual Mailing

• Postcards

• Inserts

• Ads

• Seminar Materials

• Brochures

Print Marketing


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Wills Kit

• Personal Letter

• Letter of Intent

• Insert

• Brochure

• Bequest Language

• Wills Guide

• Business Card

• Legacy Society


Wills Guide Brochure

eBlast Postcard

Insert

Bequest Campaign


MOBILE DEVICE USE GROWS


GROWTH OF MOBILE

18.7% of Planned Giving Websites were accessed by mobile devices


SMART Objectives

Specific

Attainable

Timebound

Measureable

Relevant

FACEBOOK

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WEB VISITS FROM SOCIAL MEDIA LINK TO VIDEOS


PROMOTE YOUR ENEWSLETTER


LINK TO NEW WEB CONTENT


POST DONOR STORIES


LINK TO PLANNED GIFTS CALCULATOR

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ADVERTISE DONOR EVENTS


Case Study: Chapman University

• www.chapmanlegacy.org

• Never going to close a planned gift from Facebook

• Plant a seed to engage people, build relationships and identify unknown prospects

• https://www.facebook.com/HeritageSociety


What type of Facebook page?

• Chapman University

• Chapman University Alumni

• Charles C. Chapman Heritage Society



What to post about?


http://www.chapmanlegacy.org/

https://www.facebook.com/HeritageSociety

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Facebook Insights


Schedule of Posts

• Monday – Words of a Student

• Tuesday – Words of a Student

• Wednesday – Retirement / 401k

• Thursday – Finance News

• Friday – Wedding Present

• *Every post between 7:30am and 11:00am PT


What’s next?

• Advertisement of Wills Guide

– Age 30 and above

– Ran eNewsletter list through Facebook

and found 3500 accounts

– Target everyone on that list

– $250 budget

• January Ad

– New Years Resolution to

get Will updated


Daily Contacts

• Brandraising by Sarah Durham

• All Media

• 3,000 contacts per day

Optimum # of Contacts w/ Donors?

• Historically 4-7 Optimum

• 4/2 Plan

- 4x the contacts, 2x the gifts

Do You Have a Marketing Plan?


• How many times per year are you in front of your

planned giving prospects?

– Face to face, eMails, Print, Social Media, etc…

• What types of media are you using to connect?

• Are you generating responses from your marketing

efforts?

Questions to Review

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Identify Your Best Prospects

• Target Age: 65+? 45?

• Categories:

- Greatest Generation

- Baby Boomers

- Repeat Givers

- Surviving Spouses

- Young Donors

Segment Your Donor List


What to include in

your marketing plan

•Annual planned giving

marketing budget

•Marketing Plan Calendar

•Gifts you would like to promote

•Campaigns

•Special Events/Seminars

•Print Literature


Download the report at:

www.crescendointeractive.com

Questions?

Email:

[email protected]

THANK YOU

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